This growth will be outpaced by Facebook, Twitter and Google, which are expected to see 31%, 14% and 13% growth in net digital ad revenues respectively. 

Google’s growth is more than double what was anticipated by eMarketer in February, thanks to stronger-than-expected mobile ad revenues. Facebook’s digital ad revenues have also been revised downwards; Twitter’s have been downgraded. 

“Across search and social media, mobile’s influence on ad spending continues to be significant,” said eMarketer senior analyst Bill Fisher.

“This is simply a response to consumer behaviour, with the majority of social media usage now occurring on mobile, and mobile search behaviour, too, becoming more pronounced.”